Virginmoney.com launches an online advertising campaign next week
to promote its home insurance and re-mortgaging services.
The ad campaign was created by Gluemedia, and uses the tranzition ad
technology owned by Tangozebra, the online advertising technology
Tranzition ads enable files to play in-between web pages. Gluemedia has
used Flash in the ads, which enables animated executions rather than
stationary images. The creative for the campaign uses 'before' and
'after' executions to dramatise the usefulness of the Virginmoney
Seb Royce, the creative director at Gluemedia, said: 'The most effective
way to promote this online was to use strong, simple iconography and
In this instance we felt that traditional tranzitionals were not
suitable for what we wanted to achieve - the Flash tranzition ad
solution allows us to be a lot more flexible in our communications.'
Tranzition ads are branding rather than direct response tools. A user
cannot click-though to a site because the ads are only displayed for a
matter of seconds.
Andrew Rispoli, the account director at Gluemedia, said: 'The way we get
around that is having a tranzition ad which runs for three or four
seconds, and then the page that the user eventually lands on has a
branded click- through button on it .'
Media was planned and bought through Manning Gottlieb Media, and the ads
appear on sites including iii.co.uk.